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MindSight® in the Moment: Applied Neuroscience Meets Crowd Sourcing by David Forbes of Forbes Consulting/MindSight - Presented at Insight Innovation eXchange LATAM 2013

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This session describes an innovative technique for uncovering the unique richness of consumers’ emotional experiences as they live their lives moment to moment. MindSight® in the Moment represents a …

This session describes an innovative technique for uncovering the unique richness of consumers’ emotional experiences as they live their lives moment to moment. MindSight® in the Moment represents a new thrust in emotional research. Our past work has focused on uncovering the internal emotional forces of human motivation. This work moves our applied neuroscience approach to focus on the reactive, sensory-emotional experiences that consumers have as they move moment-to-moment through the passages of their lives.

We will begin the presentation with a brief discussion of the difference between the two different types of emotions, and the distinct business circumstances which call for studying each emotion type. Our presentation of work using MindSight Emotional Discovery Technology will illustrate how we “crowd source” the unique granularities of emotional experience in the moment. We will explain how we leverage applied neuroscience in the form of a rapid exposure / rapid response technique that gets data directly from the emotional brain, and describe the use of “big data” mathematical analytic procedures to process emotional data from thousands of respondents, viewing thousands of images, and reduce this data to key “themes” in emotional experience.

MindSight® Emotional Discovery will be illustrated with a range of the actual themes discovered in the emotional experience of living, in different lifestyle moments across diverse cultures, in our past work around the world.


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  • MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study
  • Differentiating your brand requires not only understanding rational elements, but also subconscious emotions Emotion moves people from rational thinking to emotional feeling and wanting
  • Traditional question-and-answer market research cannot get at these emotions We’ve all seen the challenge of getting physicians to talk emotionally Ask a question and you get an answer, but that answer may have very little to do with what is really motivating people in their subconscious
  • New insights from neuropsychology have proven what psychologists and philosophers have known for a very long time: the more rapid the exposure to a stimulus the more rapid the reaction to that stimulus the more emotional the response to that stimulus Rapid exposure – rapid response effectively circumvents the ability of the conscious, rational mind to evaluate the stimulus The result: directly accessing respondent emotions.
  • MindSight® theory identifies nine areas of emotion that motivate consumer thoughts and actions. This rests upon our summary of 100 years of psychological scholarship on emotion and human motivation, as well as 30 years of practical research experience. Our theory has been published in the academic, peer-reviewed Journal of General Psychology (June 2011)
  • Images are a more emotional language than words. Therefore, we created an image library statistically validated to link to one domain in the theory. When someone selects an image, we know what it means
  • MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study
  • MindSight, our proprietary neuromarketing technique that accesses and explains emotions Talk about several issues: Briefly discuss the challenges that MindSight helps with – business, and market research The subconscious and emotional and challenges to accessing emotions How the technique works, including the benefits to market research A case study
  • Home cleaning -- US
  • Air Quality -- Japan
  • Personal Care -- Brazil
  • Laundry Care Germany
  • Attaining Fitness -- England
  • Perfume US
  • Clothing US
  • Perfume Russia
  • Transcript

    • 1. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION APPLIED NEUROSCIENCE MEETS CROWD SOURCING: MindSight® Emotional Ethnography MindSight Presented by David Forbes President, The Forbes Consulting GroupThe Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group
    • 2. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONEmotions are Critical to Effective Marketing This makes sense This feels exciting RATIONAL EMOTIONAL MindSight® is a registered Trademark of The Forbes Consulting Group
    • 3. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONSignificant Barriers to Emotional Insight WON’T SAY CAN’T SAY When respondents When respondents are unwilling to talk are unable to articulate or about their feelings don’t know how they feel MindSight® is a registered Trademark of The Forbes Consulting Group
    • 4. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONMindSight® Emotional Discovery 1/4 SECOND . . . 3/4 SECOND . . . >1 SECOND RECOGNITION . . . . . . . . . . . EMOTIONAL REACTION . . . . . . . . . . . . INTELLECTUAL REFLECTION THE EMOTIONAL DISCOVERY WINDOW MindSight® is a registered Trademark of The Forbes Consulting Group
    • 5. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONThe MindSight® Motivational Model* INTRAPSYCHIC INSTRUMENTAL INTERPERSONAL Safe, Confident Free, Powerful Accepted, BelongingEXPECTATIONS SECURITY EMPOWERMENT BELONGING Insecure, Afraid Trapped, Frustrated Isolated, Lonely Unique, Interesting Involved, Absorbed Sharing, CaringEXPERIENCES IDENTITY ENGAGEMENT NURTURANCE Ordinary, Boring Passive, Indifferent Selfish, Unloved Talented, Exceptional Victorious, Productive Proud, Respected OUTCOMES MASTERY ACHIEVEMENT ESTEEM Incompetent Defeated, Pointless Ashamed, Disgraced* See D Forbes, “Toward a Unified Model of Human Motivation, Review of GeneralMindSight® is a2011 Psychology June registered Trademark of The Forbes Consulting Group
    • 6. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONMindSight® Validated Image Library VALIDATED TO CONNECT TO THE MODEL ® IGHT M I N DS IMAGE RY LIBRA SECURITY EMPOWERMENT BELONGING IDENTITY ENGAGEMENT NURTURANCE MASTERY ACHIEVEMENT ESTEEM MindSight® is a registered Trademark of The Forbes Consulting Group
    • 7. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONMindSight® in Practice Respondents engage with the MindSight® exercise as a “sentence completion” task Psychological priming sentence “I would be EXCITED to wear this fragrance because it might Touch to Select Image make me feel a little more...” MindSight® is a registered Trademark of The Forbes Consulting Group
    • 8. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION Refining the MindSight® Focus Intrinsic vs. Extrinsic Emotional ExperienceThe Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group
    • 9. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONDefining the Domain ofSensory-Emotional Experience SENSORY Sensations and EMOTIONAL DRIVE EXPERIENCES PerceptionsEXPERIENCES EMOTIONAL REAL DRIVE DECISIONS MOTIVATIONS WORLD INTERACTIONS Life Aspirations/ Frustrations BEHAVIORS MindSight® is a registered Trademark of The Forbes Consulting Group
    • 10. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONEmotions of Motivation vs. Experiential Emotions MOTIVATING EMOTIONS EXPERIENTIAL EMOTIONS Evoked from WITHIN Evoked BY the the INDIVIDUAL ENVIRONMENT Are Closer to TRAITS Are Closer to STATES Exist as a LIMITED Take a vast Number of TYPES VARIETY of FORMS Take Different Forms in Are CROSS CULTURAL DIFFERENT CULTURES Have to do with Have to do with WHY WE BUY HOW PRODUCTS FEEL MindSight® is a registered Trademark of The Forbes Consulting Group
    • 11. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONThe Experiential Emotional Image Library SEVERAL SOURCES FOR THOUSANDS OF EMOTIONALLY EMOTIONAL CONCEPTS EVOCATIVE IMAGES MINDSIGHT® SENSORY- EMOTIONAL IMAGE LIBRARY MindSight® is a registered Trademark of The Forbes Consulting Group
    • 12. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONMindSight® Technology using thousands ofimages and respondents  “Big Data” mathematics to identify key emotional “centers” within the overall patterns of co-selection RAPID EXPOSURE/ PLOT HUNDREDS IDENTIFY “EMOTIONAL RESPONSE: OF PICTURES CENTERS” IN THE IN A SENSORY- LIFESTYLE MOMENT“WHEN I’M DRINKING EMOTIONAL SPACE EXPERIENCEDOS EQUIS, IT MAKES THAT MOMENT FEEL….” MindSight® is a registered Trademark of The Forbes Consulting Group
    • 13. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION Sample Outputs from MindSight® Emotional Ethnography MindSightThe Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group
    • 14. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONOUTER PEACE MindSight® is a registered Trademark of The Forbes Consulting Group
    • 15. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONPEACEFUL PATH MindSight® is a registered Trademark of The Forbes Consulting Group
    • 16. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONLOCKED & LOADED MindSight® is a registered Trademark of The Forbes Consulting Group
    • 17. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONESSENTIAL PURITY MindSight® is a registered Trademark of The Forbes Consulting Group
    • 18. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONEXHILARATION MindSight® is a registered Trademark of The Forbes Consulting Group
    • 19. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONMYSTERY/ADVENTURE MindSight® is a registered Trademark of The Forbes Consulting Group
    • 20. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONELEGANCE MindSight® is a registered Trademark of The Forbes Consulting Group
    • 21. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTIONSEDUCTIVE MindSight® is a registered Trademark of The Forbes Consulting Group
    • 22. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTIONExplore the Heart of Everyday Experience The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION EMOTIONAL ETHNOGRAPHY MindSight® is a registered Trademark of The Forbes Consulting Group
    • 23. THE FORBES CONSULTING GROUP © 2013 – CONFIDENTIAL - NOT FOR DISTRIBUTION The Forbes Consulting Group © 2012 – Confidential - NOT FOR DISTRIBUTION THANK YOU.The Forbes Consulting Group, LLC MindSight® is a registered Trademark of The Forbes Consulting Group